A. FILE No. 3 1-F -27
: ::: hilto ".::'insu°an
Tl» TOT TAP
. > 1
, * 1 •
="= " CMC
1 1 •«•
% . 1
• ■ 1 1 1 1 I
1 1 1 1 ■ ( t
■ * •
.... .• j ,
■ • * •
ELECTRICAL ADVERTISING DISPLAYS
THE HON? COVER . . Ihit Chkooo-ol-night
panorama vitLrolly dcmanifralet While Woy'l
eontribulion lo fhr beautiful tkylme, Everywhvr*
in Chicago, f*gaisM*t> of wh*f» you look fh*
greoteit ngmb« ol quality Eleclfkol fKiptayi
proudly car'y Iht hallmark of Wh.t. Woy,
For forty years White Way Elec-
trical Advertising Displays have
served "out in front" of leading
Chicago businesses to herald good
will colorfully and dramatically.
Today White Way is recognized
as the leading manufacturer of
Electrical Displays in the Chicago
area, by virtue of the thousands of
units it has provided.
On the following pages are illus-
trated typical White Way Elec-
trical Displays — those serving a
variety of Chicagolond business
establishments. No sign is too large
or too small ... or too complex
. . . for the painstaking attention
of our skilled specialists. For com-
plete service and best quality of
craftsmanship, the largest and
most modern plant in the Middle
West under one roof is available
White Way is dedicated to the
single purpose of designing, man-
ufacturing and maintaining Ad-
vertising Displays that will attract
and create business for you. It is
with pride we present the White
Way story to you.
INTRODUCING WHITE WAY " PLEXILITE "
NEW TYPE LIGHTING FOR OUTDOOR SIGNS
Greater brilliance and more imaginative designs in Electrical Displays
are offered exclusively to White Way customers as a result of the new
Plexilite can be bent to any shape; it is not limited by any dimension
standards as to length; and it provides a uniformity of lighting with
no shadows regardless of the complexity of the design. The result is a
three times brighter Electrical Display that dominates the scene,
PLEXILITE IS THREE TIMES BRIGHTER
PLEX1UTE COSTS LESS TO OPERATE
PLEXILITE WILL KEEP ITS TREMENDOUS BRILLIANCE IN
LOW WINTER TEMPERATURES.
Electric Sign & Maintenance Company /
1317 Clybourn Avenue
Chicago, Illinois 60610
Telephone Number: 642-6580
MOTELS, HOTELS AND RESTAURANTS
To attract guests, and to impress
upon tkem their individual facilities,
leading motels, hotels and restau-
rants throughout Greater Chicago-
land have entrusted White Way to
create individual and impressive
electrical displays. These displays
have been designed to complement
the architectural styling of each es-
tablishment without sacrifice of ad-
O T E L S
Where the message must be con-
veyed quickly under today's arterial
highway traffic speeds, a custom-
designed White Way Electrical Dis-
play gets the MOTEL STORY across
in an instant with its combined im-
pact of light, cofor and brevity to
convey a greeting of "Welcome,"
A distinctive use of
new, colored plastics
The electrical display designs developed by Whife Way for these motels were, in
each Instance, the basis for trademarks later adopted for general advertising use.
The Bismarck Hotel sign is individual
and outstanding — a unique land-
mark day and night.
The Sherman Hotel's marquee, the
world's largest, is now surmounted
by a new double-faced vertical sign
and attraction board.
Note changeable message feature allowing for copy changes to tell a daily story.
Restaurant signs are as many
and as varied as the range
of eating establishments and
the menus they offer. Good
advertising conveys the im-
pression of good food . . .
an attractive, appealing sign
— QUALITY ADVERTISING
— stimulates appetites —
The unique Lantern Display harmonizes architecturally with the building
giving prestige advertising to a fine, famed name.
An Electrical Display by White Way
represents the best form
of permanent advertising
. . . yet it takes the smallest
percentage of the total
Today's interest in recreation and leisure-
time enjoyment finds White Way, a
pioneer in the design of the elaborate
marquees for theater palaces, now cre-
ating signs that beckon customers to
bowling lanes, kiddie lands, television
and radio centers, and outdoor entertain-
OUTSTANDING EXAMPLES OF CREATIVE DESIGN
Day ond night display economically priced to
fit your monthly advertising budget.
This is a Plexilite lighting installation. The photograph
was taken when the temperature was 3 below zero. Notice
brilliance retained at this low temperature. Normal -type
lighting would be 70% less brilliant at this temperature.
A White Way Electrical Display is more than a sign. It enhances the build
ing. It lends prestige. It contributes beauty. It identifies. It ADVERTISES,
A distinctive canopy that completely changes the appearance of this
building — fabricated of stainless steel for beauty as well as durability.
This tailored display is illuminated
at night with Plexilite lighting.
A direct answer to a difficult display
A wedding of Trade Name and
Trade Mark. The identity of the local
dealer is highlighted whenever It is
coupled with the name of the auto-
mobile manufacturer. This is es-
pecially important for the automo-
bile dealer competing for consumer
24 houi a day sitvicc rot CUSTOMER SATISFACTION
While Way na.niinanc* tarvite add* y*ort »o T*« lift of yo*r itgn dlipla* Keept
your tign in working order, clean, altrati.** and now.
Th» lofoil *qvipm*nt in Ih* field ii owned ond op*for«d by Whir* Woy end ii
on immed+ol* coll 24 houri a dcy — 7 dayi a w*tl,
WHITE WAT IS THE ONIY ORGANIZATION IN THE GlEATEi CHlCACOlAND AREA
THAT GIVES THIS "AROUND-TNt-CLOCK MAINTENANCE SERVICE."
In our vail fleet of mobile until, moil wftviuaJ o'* our SNORKELS equipped with
High -pttiivrt ttoam genofotori for ctficieni sficm.no. wtlh cnamitally »r*ol*d Ij»*
0*", Wbil* Wot, wilt* fho fl»i,hk giant SNORKELS, ii able to reach all poih ol
a *ign, eliminating In* need of vniigMly catwalk* and ladder \ (hot war* to*m*.rly
neceuary tor hand cleaning and maintenance repair i-
Onf> While Woy offert Ih* complete tirficti ol tlruclura) jfeel fabrication and
irructural il**l inttollaliOri under th* direti uptr-mon of Our own llcemed ilTuc
tufa I engineort.
Ou/ own initiation unilt (oi thown above} iniwn prompt hanging of your
deploy upon <ampl*Kon of ill fabrication.
That* Iwo unique Whit* Way i»rvit#* completely eliminate aggravating and coilly
d*layi in her en i in Ih* wit of tubcontroclori to complete Ih* Anal inttoltofion of
Financial institutions have
learned that White Way's
creativity can be depended
upon to develop custom-
designed displays that will
be accepted as landmarks
as well as reflect prestige,
dignity and integrity.
An interesting use of
Notice the round pictorial
of Franklin Savings'
logotype incorporated into
a revolving unit.
Impossible to illuminate
evenly with conventional-
type tubing, Plexilite's
enables it to illuminate
evenly all shapes.
In complete harmony ... a distinctive
building with a modern bronze display.
BANKS-SAVINGS & LOANS
This sign illustrates an unusual and important advantage of
Plexilite lighting. The Northern Trust display, because it is
installed in an area that is always dark, is kept burning 24
hours a day. Yet, as you can see, the brilliance of Plexilite
overcomes the residual sunlight in surrounding areas.
The White Way creative department designed
this sign to blend with the architectural beauty
of this prestige building. It is another example
of Plexilite lighting.
B ANKI-I AVINGS * LOANS
Service to the community becomes meaningful when time
and temperature information is incorporated within an
electrical display. Day and night goodwill at a cost of
pennies a day.
SIGNS THAT SELL . . . Elec-
trical Displays that TELL . . ,
to catch the eye of the man
on the "go."
COLD WEATHER ITEMS
ALL YOUR NEEDS
AT LOW, LOW PRICES
OPEN DAILY TILL 9 PM • SAT. TO 6 P
The suburban marketing
concept represents the new-
est thinking in effective mer-
chandising. White Way Elec-
trical Displays point the way
as they sell.
Ask for information about the White Way self-
liquidating cost plan for Shopping Center Displays.
Cf 1TE1 CUT MM CHOPS
QOLOEI IA11RAS Z
KT I I
PICTORIAL PROOF that lead-
ing retailers from State Street
to the suburbs use WHITE
WAY ELECTRICAL ADVER-
TISING DISPLAYS individual-
ized for their needs . . . rep-
resenting the smallest cost
segment of the advertising
THAT SERVE AS SIGNS
OF GOOD WILL
i *■■! •iini,! l , !! l,,,,i, «< •«.
1 ■■! Ill ii. ..
|,l,,,|,l »'«nii, " ,,,,H »"
""■ • :« at in,,,,.
"""■" l I hi hi in in ' »
•" ■■■ III j|L .
Individually designed at
no cost to you!
Add a distinctive appear-
ance to your property.
Beautify and illuminate
your building exterior.
Provide protective, year-
Add to your property value.
An economical answer to
modernizing the entrance
of on older building.
* Enhance the appearance
of a newer building.
We guarantee to install your
canopy complete in every
detail — and to save you
* w AMERICA *
r«0w open ' worlds largest
hip dipt store
SIGNS THAT IDENTIFY
CAU US AND LET US PROVE THAT WE CAN PLAN A WHITE
WAY ELECTRICAL DISPLAY — LARGE OR SMALL — TO
FIT YOUR BUDGETI
JTE" MAKES NEWS
The announcement of Plexilite has
been heralded by the press of
Chicagoland because of the new
dimension it provides to Electrical
Display Signs. Reproduced here are
same of the articles which have
appeared in local newspapers and
magazines to praise this new dis-
WITH BUILDING. HJIIJC WOIKI AMD f NOfNIfllNO »IOJf CT HFPOtrj
*■» II. tpB— ■ W. hnl.A«« 1 flhriM — (JivOrereH} AMw»M TV. XrB— ITa Ul
New Neon TJy.
llOrrqneled k-vi-i—mb — ■ — .._ — _ —
••4*1 * *■'■■! ■ ■ «i t>»^. * ■■* Tl - ''_[f ^ -
■v**™* - - r i i fcj tW ■> idei! >. ■»# pufc . n^« ■! M tJ. *» h... i. *•. ■« ef ■#■■ w
*I*L • IT ATI -Or ■■"■ll*
Aunm 4 a> !■< at im.
»-«r ik> ir—ree— pm* In n-
rrw imiri u» *» w ptaxni a
rd free) aHMk. p—m*
I rr »>rr frvfern at Mfi a
■« ri irui. ji %i 4 i
Entry to MeCormiek Place
Getting Sew Look for Fair
v*** ** 1 "*■ _»->>»»- ■»- ■■ ^P lt.ajf-j.-B-n. _«_(> *k
1 1 1 •■■hi ■ < ■
" PLEXILITE " HAS ACCEPTANCE
The most gratifying testimony to the ef-
fectiveness of Plexilite is the acceptance
by more than 40 important Chicagoland
business establishments. The list contains
every type of business and every display
situation. Check this list and see these
Plexilite displays yourself.
These are Plexilite sign users;
Air* Gown Theater — McCcxtakk Flat*
hiw l*kfc Ho.-n. III. no. 1
iorflWorner — I 575 Oakton Street. Dei Main*!
■org. Warner ■ — 79lh & Kediie Avenue
Irawn tear leitovrant — 6301 N. Clark Street
Corpeli A Furniture 2133 N Central Avenge
Chgo. Metropolitan Auvronce Co — 65*1 S. Haloed Sf.
Cs**nnlt)> Ducount — 4 7rh 1 Haltted Streeli
Continental Motel — North Michigan Avenue
Cook County Mobil* Hamei — 2540 N. Weukegan load
Droke Hotel — Oak and Michigan Avenue
Edeni Th voter — 37] Skokie M»,„ Northbtook
Fanning Chevrolet — Aurofa. Illinaii
Fiitl Dnir.biiPo.i — 4101 N. Pulaikl
Fir 1 1 Fodef oi of Motion Grcvo — 60o 1 W. Dempiter,
Firtl National lonk ol DoIMn — 14,117 Chicago »ood.
Flying Coipel Mold — 6400 N. MonnheiM Id., 0«« Ctoinci
Franklin Saving I 101 W Mod nan Street
Grot kfteldt — 6666 N, iidge Avenu*
Holidoy lincoln.Mtrr.vry — 5J5 Chicago Aitnw, t»ontton
Momrf l.o. — 9.130 N 5kok,» M», Skokie
Hyatl Houl* — - lincoln ond Towhy
Imperial Weit »o-l — 4700 W. 103rd SfrMl
Keyitene Cheaiolel — 3113 W levrent* Avenue
tambeeiht Cneeie — North Writ Eipreiiwoy
U-inion Jewelen — 7J9 N. Clark Street
Northern trutt SO S. loSalle Street
Olympic Oldi — 3170 N Ckera Aitnvc
Feoplet Oat — londolph Street ond North Outer Drive
(Outer Drive Eait Apti.)
Fi iley — 6 S. Clork Street
Flolo'i flace — 1* W. londolph Street
f yreneei leitomonl — Skokie H«y.
led toaiter — 3113 3. State Street
Shaver Chevrolet — Cory. Indiana
Sheraton O 'Hare Motel — ellQ N. Mannheim load,
Stinewoy Drugi — Clark ond Wilton
Taffy Bridal Shop — Harlem Ave., Norrige. Illtneii
Voinatt tetlauranl — 1100 N. Waukegon Id.,
Walton lugi — 9400 N. Milwaukee Avenue, Nil.i
Wimpy Grilli — Claii and Mad'ton Street!
lepelak Chevrolet — looievell Id . Elmhurtl
h- E G £f"?S?fi
Call or wrin — Mr lain »t>w>
wfll P 'Bj l l» ma* wM yw o> yaw
ELECTRIC SIGNS • CANOPIES • LETTERS -SOLD ■ LEASED • MAINTAINED
Research and Development Division
Licensed Structural Engineering Division
Structural Steel Fabrication and Erection Division
Metal and Plastic Fabrication Division
Neon Manufacturing Division
Electrical Construction Division
Sign Hanging Division
f lectrii Sign * Maintenance) Co. /
1317 CI y bourn Avenue
Chicago, Illinois 40410
MAINTENANCE DIVISION — 24 Hours a Day, 7 Days a Week
SCHEDULED SERVICE — SIGNS CHEMICALLY STEAM CLEANED